2.6 CASE STUDY
2.6.1 Overview
The following is a hypothetical case study involving a financial company's credit card division that wishes to reduce the number of customers switching services. To achieve this, marketing management decides to initiate a data mining project to help predict which customers are likely to switch services. These customers will be targeted with an aggressive direct marketing campaign. The following is a summarized plan for accomplishing this objective.
2.6.2 Problem
The credit card division would like to increase revenues by $2,000,000 per year by retaining more customers. This goal could be achieved if the division could predict with a 70% accuracy rate which customers are going to change services. The 70% accuracy number is based on a financial model described in a separate report. In addition, factors that are likely to lead to customers changing service will be useful in formulating future marketing plans.
To accomplish this business objective, a data mining project is established to solve the following problems:
- Create a prediction model to forecast which customers are likely to change credit cards.
- Find hidden facts, relationships, and patterns that customers exhibit prior to switching credit cards.
The target population is all credit card customers.
2.6.3 Deliverables
There will be two deliverables:
- Software to predict customers likely to change credit cards.
- A report describing factors that contribute to customers changing credit cards.
The ...
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